Adobe boosts digital marketing capabilities

Adobe has now purchased the digital marketing company Efficient Frontier, which creates software that allows marketers place ads on Google and Facebook websites.

Adding to its list of acquisitions in 2011, Adobe has now purchased the digital marketing company Efficient Frontier, which creates software that allows marketers place ads on Google and Facebook websites.

Adobe said the acquisition of Efficient Frontier will add multi-channel execution and optimisation capabilities to its existing Digital Marketing Suite.

The buy continues a long list of acquisitions from Adobe as it seeks to shift its core offering. Those acquisitions include Auditude, Typekit, Nitobi Software and IRIDAS. Two years ago, it acquired the web analysis company Omniture for US$1.6 billion.

Brad Rencher, senior vice-president and general manager, Adobe Digital Marketing Business, said that with the explosion of global internet advertising, customers need to know where, when, and how to spend their digital marketing dollars and get the greatest return.

"The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spends into business impact," he said.